Deep Dive: From 1 to 10: What Roles to Hire and When as You Scale Your Marketing Organization from Egnyte
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In this session, we will discuss which marketing hires to make at each stage of growth, what factors to consider in hiring, and what your ideal balance of roles should be on your team
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Deep Dive: From 1 to 10: What Roles to Hire and When as You Scale Your Marketing Organization from Egnyte
- 1. FROM 1 TO 10: WHAT ROLES TO HIRE AND WHEN AS YOU SCALE YOUR MARKETING ORG Jennifer Pockell Dimas CMO Egnyte @jenpwkboxer linkedin.com/in/jenpd/
- 2. Jennifer Pockell Dimas CMO Egnyte @jenpwkboxer linkedin.com/in/jenpd/ From 1 to 10: What roles to hire and when as you scale your marketing org
- 3. First things first…consider your context • At what stage of growth are you? • What is your business’ greatest challenge? • Who do you currently have on staff? • Where are your employees and targets? • What is your budget? • How much are you allocating to People vs. Program spend? • What is your company’s bias for FTE vs. Contract Hire?
- 4. Functional org design is helpful Product Marketing Messaging & Positioning, PLC Management, Product Naming, Packaging & Pricing , Competitive Intelligence, Product/Services/Industry/Persona Content, Development, Sales Tool Creation, Content Committee Management Demand Marketing New Logo Demand Programs- Integrated, Sales Alignment, Sales Enablement, Partner Marketing, Customer Demand Programs, Regional Field Marketing Customer Marketing Customer Asset Development, Customer Reference Program, Customer Communications, Community Management, CAB, User Groups, Summit Corporate Marketing Brand Positioning & Programs, Advertising, Design, Writing & Video Support, Brand & Style Guidelines, Thought Leadership Content Development, PR & Social Media, Analyst Relations, Internal Communications, Intranet, Website Marketing Operations Process, Infrastructure, Data, Metrics, Reporting & Analytics, Budgeting & Planning, Data Science Shared Services: Search, MAP VP/CMO
- 5. Let’s break it into stages 0-$1M $1M-$10M $10M-$100M $100M+
- 6. Pre-Product/Market Fit 0-$1M $1M- $10M $10M- $100M $100M + • Product Marketing • Demand Marketing • Leadership • Breadth in skillset • Hands dirty folks • Comfort with ambiguity
- 7. Early Market Adoption 0-$1M $1M- $10M $10M- $100M $100M + • Leadership • Brand/Creative Services • PR/Social • Product • Sales Enablement • Demand • Maybe SDRs • Customer • Website + Search • Operations • More specialization • Still need working managers • Focus on accountability & success measurement • Align to sales goals
- 8. Growth 0-$1M $1M- $10M $10M- $100M $100M + • Leadership • Product • +PM resources • Competitive Intelligence • Vertical expertise • Demand • +Demand Resources • Mapped to sales GTM • Partner/Channel • Events • Corporate • Creative Director • Communications • Analyst Relations • Operations • SFA/Reporting • MA • Data Management
- 9. Specialization & Optimization 0-$1M $1M- $10M $10M- $100M $100M + • Leadership • Product • Competitive Intelligence • Content Management • Demand • New Logo • Installed • +Website • Customer • References/Community • Summit & Events • Corporate • Creative Services • Brand & Awareness Programs • Operations • Data Science
- 10. Recognize your team’s full potential • Doubling-up of responsibilities and skillsets will serve you • Be thoughtful about every new hire • Can this service be better provided through external resources? • Is there someone in another org who can help?
- 11. https://www.womeninrevenue.org/join Quick shout out to Women in Revenue!
- 12. THANK YOU